Galaxus focuses on anticipation before unpacking in its Christmas campaign
The best part about giving and receiving gifts is the anticipation and curiosity: What could be hidden under the wrapping paper? In this year’s Christmas campaign, the online department store Galaxus puts the spotlight on the moment before unwrapping.
With the 17 subjects, you only find out the contents of the gifts at second glance. Galaxus has solved the surprise and the revelation of the sender differently for each advertising medium:
On the backlit posters, the content shimmers through at night, i.e. when the light comes on. This is made possible by an additional slide print on the back of the posters, which is only visible when the poster is backlit.
All you see on the wet posters is the wrapped gift; if you want to know what's hidden behind it, you scan the QR code. With the help of an augmented reality application, what is hidden appears on the cell phone screen.
The hanging boxes were made by lenticular printing: Depending on the angle, you can see the contents of the gift, or not.
With the backlit posters and lenticular printing, the company is breaking new ground in printing technology. By the way, only on closer inspection does the Galaxus turtle on the packaging reveal the sender.
The Galaxus package insert, Advent calendar, and social media feature surprise moments from the Christmas campaign. And with advertising banners, users are encouraged to consider the contents of the gift. This is done with the help of a guessing game.
The campaign starts on Monday and ends in mid-December.
The campaign will run from Nov. 23 to Dec. 13, 2020.
Responsible at Digitec Galaxus: Martin Walthert (Chief Marketing Officer); Flurin Spring (Creative Director); Daniel Kobi (Art Director); Jill Wanner, Julia Dürr (Project Management & Brand Management); Sven Mathis, Clémence Censi (Graphic Design); Alessandro Thüler, Severin Keller (Digital Media Design and AR Implementation); Roberto de Bonis (Digital Marketing); Gesine Hauder, Luca Giuliano (Media Planning); Anne Chapuis, Sophie Boissonneau (French Translation). Responsible at Focus Product Photography: Cathrin Schön (Photography). Responsible at Jeannette Blättler Interior Design: Jeannette Blättler (Styling).
